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VOL. 12, ISSUE 11 (2025)
Demographic determinants and consumer preferences for handicraft purchase outlets: Evidence from Odisha
Authors
Kumudini Pradhan, Dr. Jayashree Jethy, Sweeta Agrawal
Abstract
Handicrafts have a special place in the market
because they are traditional and culturally rich products that show the art and
heritage of a region. The main objective of the study is to examine the
association between demographic factors and the purchase frequency of
handicraft products. Also to analyse and rank consumer preferences for
handicraft purchase outlets in Odisha. This study provides a clear
understanding of which purchase outlets, such as Handicraft Fairs, Craft
Villages, Directly from Artisans, Local Markets, Online Platforms or Private
Shops, are preferred by consumers the most. A sample of 310 respondents was
surveyed using a structured questionnaire. Descriptive statistics summaries
consumer profiles, while chi-square tests examine associations between
demographics and buying behaviour. Additionally, the Garrett Ranking Method
identifies the most preferred purchase outlets. By identifying consumer
preferences, the study enables artisans and retailers to optimise their sales
strategies, enhance distribution channels and improve customer stratification.
Results indicate that gender, age and occupation significantly influence the
frequency of purchase behaviour, while local markets and handicraft fairs are
the most favored purchase outlets.
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Pages:174-179
How to cite this article:
Kumudini Pradhan, Dr. Jayashree Jethy, Sweeta Agrawal "Demographic determinants and consumer preferences for handicraft purchase outlets: Evidence from Odisha". International Journal of Multidisciplinary Research and Development, Vol 12, Issue 11, 2025, Pages 174-179
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